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Business & Economics

Dr Tina Flaherty

BSc, MSc

 
researcher
 

Biography

Dr. Tina Flaherty is a Lecturer Above the Bar in Marketing at University of Galway. After completing her Masters in Strategic Marketing with First Class Honours at NUI Galway in 2014, she was awarded the highly competitive and sought after three year Research Fellowship with safefood.  During her time there, Tina assisted in the development of behavioural and community change interventions within the island of Ireland while completing her PhD in the area of digital technologies and their role in systemic behaviour change.

Tina's research interests lie in digital marketing, sustainability and health and wellbeing and she has extensive expertise in social listening and systems thinking methodologies. Tina has been involved in a number of research projects including a project with the HSE on developing a physical activity strategy for 0-3 year old's and an education project focused on developing case studies for testing prototype infrastructure.  Most recently, Tina has been involved with EU LIFE IP Peatlands and People, Ireland's only Climate Action LIFE project and one of three EU Just Transition awards.  


Research Interests

  • Marketing
  • Digital Marketing
  • Sustainability
  • Systems Social Marketing
  • Digital technologies 
  • Marketing Strategy

Research Projects

  Project Start Date End Date
EU LIFE Peatlands and People

Peer Reviewed Journals

  Year Publication
(2023) 'Perfectly imperfect and muddling through for sustainable futures'
Domegan, C., Flaherty, T., McNamara, J., Murphy, D., Derham, J., McCorry, M., Nally, S., Eakin, M., Brychkov, D., Doyle, R., Devine, A., Greene, E., McKenna, J., O'Mahony, F., O'Mahony, T. (2023) 'Perfectly imperfect and muddling through for sustainable futures'. European Journal Of Marketing, [Details]
(2021) 'The Use of Digital Technologies in Social Marketing: A Systematic Review'
Flaherty, T., Domegan, C. and Anand, M. (2021) 'The Use of Digital Technologies in Social Marketing: A Systematic Review'. Journal of Social Marketing, [DOI] [Details]
(2020) 'Systems Social Marketing and Macro-Social Marketing: A systematic review'
Flaherty, T., Domegan, C., Duane, S., Brychkov, B., and Anand, M. (2020) 'Systems Social Marketing and Macro-Social Marketing: A systematic review'. Social Marketing Quarterly, [Details]
(2019) 'A Dynamic Stakeholder Engagement Framework for Challenging Marketing System Times'
Domegan, C., McHugh, P., Flaherty, T. and Duane, S. (2019) 'A Dynamic Stakeholder Engagement Framework for Challenging Marketing System Times'. Journal Of Macromarketing, [Details]

Book Chapters

  Year Publication
(2023) 'Macro-Social Marketing'
Flaherty, T. and Domegan, C. (2023) 'Macro-Social Marketing' In: The Palgrave Encyclopedia of Social Marketing. UK: Palgrave. [Details]
(2023) 'Social Marketing and Behaviour Change: Models, Theory and Applications'
Flaherty, T. and Domegan, C., (2023) 'Social Marketing and Behaviour Change: Models, Theory and Applications' In: Social Marketing and Behaviour Change: Models, Theory and Applications. UK: Edward Edgar. [Details]
(2023) 'Social Marketing: Principles and Practices for Delivering Global Change'
Domegan, C., Flaherty, T., Brychkov, D., Fanning, E and Murray, C. (2023) 'Social Marketing: Principles and Practices for Delivering Global Change' In: Social Marketing: Principles and Practices for Delivering Global Change. UK: Routledge. [Details]
(2023) 'Stakeholder Analysis'
Flaherty, T., Domegan, C. and McHugh, P. (2023) 'Stakeholder Analysis' In: The Palgrave Encyclopedia of Social Marketing. UK: Palgrave. [Details]

Conference Publications

  Year Publication
(2022) World Social Marketing Conference
Domegan, C. and Flaherty, T. (2022) Going Round in Circles: Exchange Paradox in Social Marketing World Social Marketing Conference [Details]
(2022) World Social Marketing Conference
Domegan, C. and Flaherty, T. (2022) Social Marketing, in the Business of Behaviour Change, is Changing its Own Behaviour World Social Marketing Conference [Details]
(2022) 2nd Global Conference of the Macromarketing Society
Flaherty, T. and Domegan, C. (2022) Social Marketing: The Role of Facebook as a Technology for Social Mechanisms and Transformative Behaviour Change 2nd Global Conference of the Macromarketing Society [Details]
(2022) European Social Marketing Conference
Domegan, C. and Flaherty, T. (2022) Going Round in Circles: Causal Loop Diagrams Highlight Exchange Inefficiencies for Social Marketing European Social Marketing Conference [Details]
(2022) 2nd Global Conference of the Macromarketing Society
Brychkov, D., Fahy, R., Brychkova, G., Kelly, I., Murphy, P., Flaherty, T., Domegan, T. and Spillane, C. (2022) Introduction of Sustainability Considerations into the Workings of Agricultural Provisioning Systems: A Case Study of Farmers¿ Education 2nd Global Conference of the Macromarketing Society [Details]
(2021) 1st Global Conference of the Macromarketing Society
Flaherty, T. and Domegan, C. (2021) Social Marketing: The Role of Facebook as a Social Mechanism for Transformative Behaviour Change 1st Global Conference of the Macromarketing Society [Details]
(2019) World Social Marketing Conference, Edinburgh, Scotland
Flaherty, T., Domegan, C., Duane, S., Brychkov, D. and Anand, M. (2019) Systems Social Marketing and Macro-Social Marketing: A Systematic Review and Methodological Critique of the Literature and Interventions World Social Marketing Conference, Edinburgh, Scotland [Details]
(2019) Annual Whitaker Institute Research Day, National University of Ireland, Galway, Ireland
Flaherty, T., Domegan, C. and McGloin, A. (2019) Social Marketing and Social Change: The Role of Social Mechanisms in a Facebook Context Annual Whitaker Institute Research Day, National University of Ireland, Galway, Ireland [Details]
(2019) 44th Annual Conference of Macromarketing Society
Domegan, C., Flaherty, T., Duane, S., Brychkov, D. and Anand, M. (2019) Systems Social Marketing and Macro-Social Marketing: A Systematic Review and Methodological Critique of the Literature and Interventions 44th Annual Conference of Macromarketing Society [Details]
(2016) Nutritional Society Summer Conference: New Technology in Nutrition Research and Practice, University College Dublin, Ireland
Flaherty, T. and McGloin, A. (2016) Babies Know the Facts about Folic Nutritional Society Summer Conference: New Technology in Nutrition Research and Practice, University College Dublin, Ireland [Details]
(2016) 2nd Digital Health and Wellbeing, London, United Kingdom
Flaherty, T. and McGloin, A. (2016) Babies Know the Facts about Folic 2nd Digital Health and Wellbeing, London, United Kingdom [Details]

Published Reports

  Year Publication
(2022) D.28 A Comprehensive Stakeholder and Partnership Strategy including a Living Database, Protocols, Guiding Principles and Toolkit.
Domegan, C., Flaherty, T., O¿Mahony, F. and McKenna J. (2022) D.28 A Comprehensive Stakeholder and Partnership Strategy including a Living Database, Protocols, Guiding Principles and Toolkit. EU LIFE Peatlands and People Project, Ireland. [Details]
(2022) D.30 Stakeholder, Partnership and Stewardship Portfolio of Engagement and Outreach Support Materials.
Domegan, C., Flaherty, T., O¿Mahony, F. and McKenna J. (2022) D.30 Stakeholder, Partnership and Stewardship Portfolio of Engagement and Outreach Support Materials. EU LIFE Peatlands and People Project, Ireland. [Details]
(2022) D.11 A Concept Proposal for the People's Discovery Attraction.
Domegan, C., Flaherty, T., O¿Mahony, F. and McKenna J. (2022) D.11 A Concept Proposal for the People's Discovery Attraction. EU LIFE Peatlands and People Project, Ireland. [Details]
(2021) Active Play for 0-3 year olds in Galway City: A Summary Report and Strategy Toolkit.
Domegan, C. and Flaherty, T. (2021) Active Play for 0-3 year olds in Galway City: A Summary Report and Strategy Toolkit. NUI Galway, Whitaker Institute. [Details]
(2020) HSE Active Play for under 3 years old: A systems study.
Domegan, C., Flaherty, T., Duane, S. and Anand, M. (2020) HSE Active Play for under 3 years old: A systems study. Whitaker Institute, NUI Galway, Ireland, NUI Galway. [Details]
(2020) Physical Activity/Active Play for 0-3 year olds in Galway City: Formative Research Findings.
Domegan, C., Flaherty, T. and Anand, M. (2020) Physical Activity/Active Play for 0-3 year olds in Galway City: Formative Research Findings. NUI Galway, Whitaker Institute. [Details]

Honours and Awards

  Year Title Awarding Body
2022 Best research submission at the European Social Marketing Conference, Thessaloniki, Greece. European Social Marketing Conference
2019 Highly commended paper at the World Social Marketing Conference, Edinburgh, UK World Social Marketing
2015 Awarded Social Marketing Research Fellowship safefood

Professional Associations

  Association Function From / To
Marketing Institute of Ireland (MII) Member /
European Social Marketing Association (ESMA) Member /
Macromarketing Society Member /
International Social Marketing Association (iSMA). Member /

Committees

  Committee Function From / To
Learning, Teaching and Assessment Committee Marketing Discipline Representative /

Reviews

  Journal Role
Journal of Social Marketing Reviewer
Social Marketing Quarterly Reviewer
Journal Of Macromarketing Reviewer

Teaching Interests

Tina's teaching interests include:
  • Digital Marketing
  • Marketing and Sustainability
  • Marketing Research
  • Branding
  • Marketing Metrics and Analytics
  • Marketing Strategy
Since 2018, Tina has delivered an annual Guest Lecture on ‘Digital & Social Media Analytics' to final year students of the Marketing Discipline at University of Galway.

Modules Taught

  Term/Year Module Title Module Code Subject / Desc
2023/2024 Digital Marketing Strategy MK5130
2023/2024 Digital Marketing Planning MK3101
2019/2020 Brand Management MK341
2023/2024 Website Strategy and Management MK5150
2023/2024 Foundations of Marketing Thought MK1100
2022/2023 MSc Marketing Practice Applied Project MK5145
2022/2023 Digital Marketing Planning MK3103
2022/2023 Foundations of Marketing Thought MK1100
2022/2023 Brand Management MK341
2020/2021 Principles of Marketing MK204
2020/2021 Cases in Marketing Strategy MK3101
2018/2019 Brand Management MK5110
2020/2021 Brand Management MK341
2020/2021 Cases in Marketing Strategy MK8102
2019/2020 Services Marketing MK5117
2018/2019 Brand Management MK341
2019/2020 Principles of Marketing MK204